臺灣設立國際醫療專區策略分析

Feasibility Analysis of Establishing international Medical Area in Taiwan

黃國生(Kuo-Sheng Huang)

指導教授 ： 黃俊穎 ； 孔祥科

健行科技大學/管理學院/經營管理研究所/碩士(2013年)

摘要

隨著兩岸政治形態和諧進展，攸關經貿發展的ECFA協議已簽訂，且開放大陸人民來台觀光及自由行等旅遊活動正快速成長，陸客在台消費商機處處可見，面對大陸部份旅客驚人消費能力及追求更好之醫療服務需求使得旅遊附加醫療之來台觀光行程獲得醫界及旅遊業之熱烈探討及評估，也因而促使國際醫療專區產業策略成型。本研究針對研究主題的相關資料進行蒐集與分析，以亞洲地區醫療服務現況與臺灣醫療服務之優劣勢做比較，藉由文獻回顧及透過專家問卷訪談後，利用spss統計軟體作資料檢定及因素分析，並依此歸納SWOT策略矩陣及運用五力分析探討國內外國際醫療服務競爭局勢。
研究結果顯示，以陸客為主之國際醫療服務臺灣較潛在競爭對手更具競爭優勢，但臺灣地區醫療技術、專業人才、醫務管理以及醫療服務方面仍必須精益求精，並且克服邁向國際醫療之障礙，尤其是法令限制、對外之行銷能力、國際醫療品質認證等。此外國際觀光醫療專區選定在桃園航空城高鐵桃園車站產業專用區設立，將面臨投資金額龐大、醫療人才進駐意願不足、周邊缺乏著名特色觀光景點、觀光旅遊業者結盟效益有限、短期投資效益不樂觀等負面因素，因此建議民間投資業者及政府相關主導單位應做更深入之可行性評估。

關鍵字

國際醫療旅遊 ； 因素分析 ； SWOT ； 五力分析

並列摘要

As cross-strait political form harmonious progress in trade and economic development stake ECFA agreement has been signed, which open mainland to Taiwan for sightseeing and other tourist activities and free a rapidly growing consumer business opportunities in Taiwan. Now, mainland tourists everywhere, facing the mainland part of the passenger amazing spending power and the pursuit of better medical services demand makes additional medical tourism to Taiwan for sightseeing trips to get the medical community and the enthusiastic discussion and evaluation of tourism, but also has prompted the International Medical zone industrial policy shaping.
This study addresses relevant data collection and analysis to the status of health care services in Asia and the advantages and disadvantages of medical services in Taiwan to compare, through literature review and interviews with experts in the questionnaire, the use of statistical software for data SPSS test and factor analysis , SWOT strategy matrix and applying five forces analysis discussed the situation in domestic and international competition in international medical services.
Results shows that in order to mainland tourists in Taiwan-based international health services over potential competitors a competitive advantage, but the Taiwan medical technology, professionals, medical management, and medical services must still be better, and to overcome the obstacles towards international medical especially statute of limitations, the marketing capabilities of external, international medical quality certification. Besides international medical tourism zone selected in Taoyuan City Taoyuan HSR station industry precincts established, will be faced with the huge investment, medical personnel stationed in the lack of willingness surrounding the lack of well-known characteristics of tourist attractions, sightseeing tour operators alliance effectiveness is limited, short-term investment returns are not optimistic, etc. negative factors.
We recommend that private investment in industry and government-led units should be doing more in-depth feasibility assessment.

並列關鍵字

International medical Tourism ； Factor analysis ； SWOT ； Five-forces analysis.

參考文獻

參考文獻

1. 朱慧珊，初探來台觀光客隊台灣的醫療旅遊之動機、態度與購買意願，國立陽明大學，碩士論文，民國九十八年。

2. 周美鳳，陸客來台觀光醫療之探討，淡江大學，碩士論文，民國101年。

3. 周滿華，整合觀光和醫療資源提高競爭力，臺灣服務業聯網電子報，民國九十七年6月6日。

4. 林怡吟，探討台灣目前發展國際醫療行銷策略與外籍病患就醫選擇因素間之差異，國立台北醫學大學，碩士論文，民國一百年。